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Digital advertising staffing has been struggling for a long time to nail down exactly the best way to leverage video. It seems obvious that video consumption is exploding online and so has lots of potential to drive considerable results. However, even someone brought in from a recent advertising executive search might not have a great idea of how to deal with it effectively. Here are some wide words of caution:
Remember when your mom said “If your friends were jumping off a bridge would you do it too?” She was right.
Here’s a look at what’s driving the trend, and factors that can help you decide whether it makes sense for your organization.
An Explosion in Consumption
There’s no contest video is quickly overtaking text and images as the preferred way for consuming content on the web. Movie currently accounts for 64% of most web traffic, which number is likely to rise to 80% by 2019.
Area of the reason behind this progress will be the continued utilization of portable to watch video. For instance, YouTube says half of all the public opinions of its content are on mobile phones. As more videos become mobile-friendly, and wireless connections improve you can get that figure to keep going up.
But it’s not merely about greater availability. That’s pretty appealing to anyone who’s been hired in a digital advertising executive search within their everpresent quest to break through the litter.
The major interest of video to digital media staffing and buyers, however, is the fact that it is the road less traveled. Standard paid search has become ultra-competitive (and costly), in part because of this of developments such as close variant matching. As search results are grown to the “close enough” amount, more marketers are moving in. Since fewer agencies are using video search, eyes can be acquired for a relative bargain.
In the same time, methods are now being introduced making it simpler to assess the efficiency of paid video search. Like, Google is building a genuine work to incorporate the YouTube marketing system into AdWords. They also have a product in beta called Legitimate Watch for Buying that includes video with shopping feeds. Consumers store right there and can watch a video, click something image.
Which should help overcome some of the greatest arguments, that will be having less ability to directly feature a purchase to a client enjoying a video. Currently, Google recommends using attribution advertising to gauge the effectiveness of the video. With TrueView for Buying, however, marketers will be able to utilize last-click conversion measurements far more effectively.
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Featured Video: It’s Not Online Video, It’s Everywhere Video – Google’s Take on a Solid Video Marketing Framework
Jessica Rodbell, Google Head of Industry, Travel explains the latest trends in video marketing and Google's take on a solid video marketing framework at an AMA Atlanta Signature Luncheon.
Video by MarketPro, the leading marketing recruitment firm.